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In which product/service category is it
most difficult to measure marketing results?
Responses
Number of
Responses
Percentage
apparel
18
9%
automotive
8
4%
consumer electronics
5
2%
durables
15
7%
entertainment
37
18%
financial services
38
19%
packaged goods
28
14%
pharmaceuticals
18
9%
other
37
18%
Total
204
In general, which type of marketing activity
is most difficult to measure?
Responses
Number of
Responses
Percentage
advertising
73
34%
direct marketing
1
1%
in-store marketing
9
4%
online marketing
7
3%
outdoor
42
19%
promotion
6
3%
public relations
57
26%
special events
12
6%
other
6
3%
Total
213
How would you characterize the level of data available
to analyze the effectiveness of your marketing programs?
Responses
Number of
Responses
Percentage
too much
5
2%
not enough
152
72%
just right
17
8%
don't know
26
12%
other
11
5%
Total
211
What are the key obstacles to measuring marketing's
ROI in the categories in which you compete?
Verbatim Responses
What process, if any, do you use to measure
the return on marketing investments?
Verbatim Responses
Do you work at:
Responses
Number of
Responses
Percentage
advertiser/marketer/brand
62
30%
ad agency
25
12%
promotion agency
14
7%
direct agency
3
1%
PR firm
6
3%
consulting firm
25
12%
marketing services company
47
23%
media firm
9
4%
retailer
8
4%
other
7
3%
Total
206
Number of years in marketing?
Responses
Number of
Responses
Percentage
fewer than five
36
17%
5-10
51
24%
10-15
42
20%
more than 15
83
39%
Total
212
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